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As indoor tanning industry professionals, we are all only too aware of the many myths surrounding responsible tanning bed use that have, over the course of a number of years, infiltrated the psyche of consumers. These myths have unfortunately become established as “fact” with their questionable perpetuation by those deemed to be credible individuals and organisations. And the consistent mantras from dermatologists, government agencies and departments, influential charities and other associated reputable organisations have every likelihood of eventually being accepted as fact, particularly when these mantras have the support of the media. I’m not suggesting that these individuals and organisations don’t actually believe what they are saying to be incorrect; the probability is that they too are simply in the chain of accepting or at least not questioning research findings, convenient conflation of statistics, and so on.
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The efforts of our industry globally and at local levels to challenge these myths have been and continue to be an uphill struggle. Despite the significant efforts of our industry to promote responsible tanning, we remain an easy commercial target for the anti-tanning campaigns, not least because we can sometimes find ourselves undermined by the unprofessional element of our industry, as any other industry would, enabling our detractors to disingenuously present such unprofessional practices as the norm.
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The myths and the unprofessional element of our industry, albeit that element is shrinking, represent our very own Mount Everest challenge; but the good news is we are now way beyond base camp. I’ve previously mentioned the importance of the recent publication of two papers in a scientific journal that demonstrated flawed research methods were employed in the meta-analyses of studies used as the foundation of many of the myths surrounding tanning bed use. As an industry, we have more published medical and scientific evidence than ever before to challenge the myths about our business.
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In the UK, The Sunbed Association recently ran Sunbed Awareness Week as a campaign across social media platforms focused on busting sunbed myths and driving footfall in Sunbed Association member salons where trained staff offer consumers correct advice and information on responsible tanning. On each of seven consecutive days, the Myth Bust campaign busted a different “sunbed myth” by using an eye-catching text image and a video providing further information on each Myth Bust. The results were phenomenal. Predictably, a minority element attempted to challenge the Myth Busts and the reaction from this handful of individuals exemplified every reason why this campaign and more like it are needed. There was more interaction across the various social media platforms during the week than over the last six months. Overwhelmingly, the reaction was positive, not least resulting in a wave of new members for The Sunbed Association, demonstrating their commitment to responsible tanning practices.
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For too long, the anti-tanning lobby has had too much of their own way. Responsible tanning for those who can tan is an activity of choice and the irresponsible scaremongering that is presented to the public about tanning indoors, as opposed to over-exposure and burning, has to stop. In the words of Howard Beale, a character played by Peter Finch in the movie “Network”: “I’m as mad as hell and I’m not going to take this anymore!”
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Despite the significant efforts of our industry to promote responsible tanning, we remain an easy commercial target for the anti-tanning campaigns.
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